Using segmentation and prototyping in engaging politcally-salient climate-change household segments

Targeting messages to the different segments of a population is necessary to achieve support for policy addressing climate change. Finer segmentation and archetypal prototyping may be advantageous to provide an in-depth understanding of the most politically-salient segments. The research, conducted in Australia, used quantitative analysis to identify subsegments and prototypical respondents, followed by Jungian-style in-depth interviews to reveal the responses of segment representatives to different marketing stimuli. The results suggest that there are challenges in achieving majority support for action against climate change, but there are archetypal words and images that may garner action.